BEAUTY CARE

Sofia Vergara tapped as CoverGirl’s latest spokeswoman

BY Antoinette Alexander

HUNT VALLEY, Md. — Procter & Gamble’s CoverGirl brand has selected actress Sofia Vergara to be its newest spokesmodel.

The Emmy-nominated actress currently is shooting her first advertising campaign for the cosmetics brand. The ads are slated to debut in January 2012 and Vergara will be representing some new additions to the CoverGirl collection.

"We couldn’t think of a better person to represent our brand. Sophia is gorgeous inside and out and has broad appeal," stated Vince Hudson, general manager for CoverGirl cosmetics. "She personifies what it means to be a CoverGirl through her confidence and beautiful sense of humor."

Vergara is a lead in ABC’s "Modern Family" and also executive produced the Spanish version of "Desperate Housewives." Her upcoming movies include "The Smurfs" (August 2011), "Happy Feet 2" (November 2011), "New Year’s Eve" (winter 2011) and "The Three Stooges" (coming in 2012).

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BEAUTY CARE

Infusium 23 joins K Public Relations’ portfolio

BY Antoinette Alexander

NEW YORK — Infusium 23 hair care, which is available in more than 20,000 retail stores across the United States and Canada, has joined K Public Relations’ portfolio of Idelle/Helen of Troy brands.

K Public Relations immediately will implement a national public relations campaign highlighting new product launches and Infusium 23’s philosophy of a simple and effective three-step system that provides customized solutions for problem hair.

Infusium 23 offers customers 17 SKUs in the collection of Repair & Renew, Moisture Replenisher, Frizz Control, Color Defender and Volume Builder. In 2011, the brand restaged the "Color Protector" regimen to become "Color Defender" with a sulfate-free shampoo formulation. The brand also is launching a new SKU under the Repair & Renew regimen called intensive hair therapy conditioner.

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Not Your Mother’s hair care line broadens reach

BY Antoinette Alexander

TAMPA — Not Your Mother’s hair care line launched in 2010 in a few hundred Walmart stores as a test. Now, the brand is celebrating a successful first year with broadened distribution at retail.

Following its test run at Walmart, the brand now is available in 1,500 Walmart locations. In March 2011, Ulta brought in the line to all of its nearly 400 locations. Also carrying the collection are several regional retailers, such as Lowes Foods, Schnucks, King Kullen, Hi-School Pharmacy, Navarro Discount Pharmacy, Dierbergs, Acme Fresh Markets and Bag n Save.

"We are very fortunate to have loyal customers who know what they want and are not afraid to ask for it," stated Michele Sherbet, Not Your Mother’s brand manager. "Store managers have been bombarded with requests, especially from our teen customers, demanding they bring in the products."

The collection includes All Eyes on Me hairspray, She’s a Tease volumizing hairspray, Beat the Heat thermal styling shield spray, Smooth Moves frizz control hair cream, Kinky Moves curl defining hair cream, Beach Babe texturizing sea salt spray, Girl Power volumizing hair powder, Clean Freak dry shampoo and Rise & Shine shine mist. Each product retails for $5.99.

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